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Fitbit Takes on Apple Watch With Unveiling of the Blaze

Fitbit on Tuesday launched a new fitness-activity tracker called the Blaze, a mid-range model with heart-rate monitoring and smartwatch-like functions, such as audio playback control and message notifications.

The new Blaze won't have a GPS built-in, but it will be able to use the GPS from a companion smartphone to display pace and distance more accurately. It's a similar approach to the Apple Watch.

The Blaze will replace Fitbit's Charge HR, which monitors heart rate but has no ability to latch on to the phone's GPS. The Blaze is the first Fitbit model to have a color display.

"One of the first things we learned in this industry is that fitness is personal — and if something isn’t your style, you won’t wear it," said James Park, CEO and Co-Founder of Fitbit. "With Fitbit Blaze, we pushed the boundaries of what’s possible to create a beautiful, versatile device that can be customized to fit your personal style — while packing a powerful fitness punch to help you reach your goals."

The Blaze will sell for $200 when it comes out in March. Fitbit will also sell alternative frames and bands made of leather or stainless steel.

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